When was the last time you filled out an online form? Chances are, not that long ago.
Think about it - nearly every action we take online, from reaching out to a service, booking an appointment, purchasing a product, booking a flight or train ticket, leaving a review after staying at a hotel or Airbnb, or signing up for a newsletter, is facilitated by a form.
They are the crucial bridges that link businesses to their customers.
Even though most people are faced with different forms every week that doesn’t mean that they manage to fill out the entire form and submit it.
According to some findings by The Manifest, “the majority of people (81%) have abandoned an online form after beginning to fill it out.” There are plenty of reasons why people abandon digital forms. The good news is, most issues can be solved through simple design changes.
“Better checkout design can reduce form abandonment by as much as 35%, which translates into nearly $260 billion in recovered orders.”
At Feathery, we’ve helped users create over 1 million powerful online forms. Let’s take a look at all the things we’ve learned along the way which can help you design a form that converts.
But first things first. What is the definition of form design?
Definition of form design
Form design refers to the process of creating and designing online forms that are easy to use, visually appealing, and encourage higher conversion rates. It involves the careful consideration of various elements such as form fields, input types, layout, and user experience.
An effective form design takes into account the needs and expectations of the users, making it simple and intuitive for them to complete the form without any confusion or frustration. User experience plays a crucial role in form design, as it directly impacts the conversion rates and the overall success of the form.
One important aspect of form design is the use of appropriate input types and fields. For example, radio buttons are often used when there are multiple options to choose from, while input fields are used for text-based inputs such as names, email addresses, and phone numbers.
Providing optional fields can also be beneficial as it reduces the cognitive load on the users and allows them to provide only the necessary information.
Another key consideration in form design is the layout of the form. A well-designed form should have a clear and logical flow, guiding the users through each step of the process.
We recommend using a single-column layout for forms, as it helps maintain a vertical momentum and keeps the users engaged. Additionally, using inline validation errors can help users identify and correct errors in real-time, reducing the chances of user error and frustration.
Form labels should be clear and concise, providing users with a clear understanding of what information is required. Furthermore, error messages and success messages should be displayed appropriately to provide feedback to the users regarding the outcome of their actions.
Including a progress bar in multi-step forms can also be a useful addition, as it gives users a sense of control and helps them understand their current position in the form completion process.
In the context of mobile users, it is crucial to design forms that are fully responsive and optimized for smaller screens. Mobile forms should have a simplified layout and prioritize essential information and fields to make it easier for users to complete the form on the go.
Designing for mobile screens has become a necessity rather than an option. Mobile-friendly form design is all about simplifying the layout and prioritizing essential information to make it easier for users to interact with the form on smaller screens. This includes making sure the form field descriptions are clear and concise, fitting comfortably within the constraints of the screen size.
Remember, mobile form design isn't just about scaling down a desktop form to fit a smaller screen. It requires a thorough understanding of mobile users' needs and behaviors, along with strategic decisions about form layout, input types, and navigation. By keeping these considerations in mind, you can create forms that are not only functional but also enjoyable to use.
Benefits of good form design
Good form design goes beyond just aesthetics. It has numerous benefits that can greatly enhance the user experience and improve the overall success of a form. Here are some of the key benefits of good form design:
1. Increased conversion rates
When a form is well-designed, it minimizes friction and makes it easier for users to complete the required fields. This improved user experience leads to higher conversion rates, as users are more likely to fill out and submit the form without any frustration or confusion.
2. Improved user experience
Good form design takes into account the needs and expectations of the users. By creating a simple and intuitive form layout, users can easily navigate through the form and understand what information is required. Clear instructions, concise labels, and helpful feedback messages contribute to a positive user experience.
3. Reduced cognitive load
Unnecessary or overly complex form fields can overwhelm users and increase cognitive load. Good form design eliminates unnecessary fields and provides optional fields when possible. This reduces the mental effort required from users, making it more likely for them to complete the form successfully.
4. Minimized user error
Well-designed forms incorporate inline validation, which allows users to receive immediate feedback on any errors they may have made. By catching errors in real-time, users can correct mistakes right away, reducing frustration and the likelihood of form abandonment.
5. Faster completion time
A well-organized form with a logical flow helps users navigate the form quickly and efficiently. By reducing the time it takes for users to complete the form, good form design minimizes the chances of users getting impatient or giving up halfway through the process.
6. Enhanced mobile experience
With the increasing use of mobile devices, it is crucial to design forms specifically optimized for smaller screens. Good form design ensures that the form is responsive, legible, and easy to interact with on mobile devices. This enables users to complete the form effortlessly, regardless of the device they are using.
7. Increased trust and security
A well-designed form inspires trust in users. By incorporating clear privacy policies, secure SSL connections, and reputable payment gateways for transactions, good form design reassures users that their personal information is safe and secure.
Common problems with forms
Forms are an essential part of any website or application, allowing users to input and submit valuable information. Poorly designed forms can lead to frustrating and confusing experiences for users.
Here are some common problems with forms and how to address them.
Cluttered and complex layouts
One of the biggest issues with forms is cluttered and complex layouts. When forms have too many fields or are arranged in a disorganized manner, users may feel overwhelmed and uncertain about where to begin.
Tip: To solve this problem, consider simplifying the form by removing unnecessary fields and grouping related information. Utilize a single-column layout to provide a clear and easy-to-follow structure.
Lack of clear instructions and labels
Without clear instructions and labels, users may struggle to understand what information is required and how to input it correctly. This can lead to confusion and errors, ultimately discouraging users from completing the form.
Tip: To overcome this issue, provide explicit instructions and use descriptive labels for each form field. Additionally, consider adding examples or placeholders within the fields to guide users on the expected format.
Absence of inline validation
One common frustration for users is the lack of inline validation. Without this feature, users may only discover errors after completing the entire form, resulting in wasted time and effort.
Tip: To prevent this, incorporate real-time validation that provides immediate feedback as users input their data. Highlight any errors or missing information, and offer suggestions on how to correct them. This will help users address issues as they occur, improving the overall user experience.
Poor mobile optimization
With the growing number of users accessing websites and applications on mobile devices, it's crucial to ensure that forms are properly optimized for mobile use. Forms that are not mobile-friendly can be difficult to navigate, leading to frustration and abandonment.
Tip: To tackle this problem, design forms with responsive layouts that adapt to different screen sizes. Use larger input fields, clear labels, and easily tappable buttons to optimize the mobile experience.
Inadequate error handling
When errors occur during form submission, it's essential to provide clear and helpful error messages. Vague or generic error messages can leave users feeling confused and unsure about how to resolve the problem.
Tip: Provide specific and actionable error messages that explain what went wrong and how to fix it. This will guide users through the correction process, reducing frustration and increasing the likelihood of form completion.
Understanding your users and their needs
In order to design effective forms, it's crucial to understand your users and their needs.
By gaining insights into their behaviors, preferences, and goals, you can create forms that provide a seamless and intuitive experience.
Here are some key strategies for understanding your users and tailoring your forms to meet their needs:
Step 1: Conduct user research
Start by conducting user research to gather valuable information about your target audience. Use surveys, interviews, and usability testing to gain insights into their demographics, motivations, and pain points. This research will help you uncover specific challenges they face when filling out forms and guide your design decisions.
Step 2: Define user personas
Once you have gathered user research, create user personas to represent different segments of your target audience. User personas are fictional characters that represent the typical traits, goals, and behaviors of your users. By visualizing your users as personas, you can better empathize with their needs and design forms that cater to their specific requirements.
Step 3: Map user journeys
We can’t emphasize this enough. Understanding the user journey is crucial for designing user-friendly forms. Map out the steps users take from the moment they land on your form to when they successfully submit it. Identify pain points and opportunities for improvement along the way. This will help you streamline the form flow and eliminate any unnecessary steps or distractions.
Step 4: Seek feedback
Regularly seek feedback from your users throughout the design process. Conduct usability testing sessions to observe how users interact with your forms and identify any issues or confusion they may experience. Use this feedback to iterate and improve your form design, ensuring it aligns with the expectations and needs of your users.
By understanding your users and their needs, you can create well-designed forms that enhance the overall user experience. Take the time to research, empathize, and gather feedback to create forms that are intuitive, user-friendly, and aligned with your users' goals. Doing so will improve form completion time, increase form completion rates, improve user satisfaction, and ultimately drive better results for your website or application.
Targeting different types of users
When it comes to designing forms, it's essential to consider the different types of users who will be interacting with them. Every user has unique needs, preferences, and goals, and tailoring your form design to target these different types of users can greatly improve their overall experience and increase conversion rates.
Here are some key considerations for targeting different types of users:
New users
When designing for new users, it's important to prioritize simplicity and clarity. These users are unfamiliar with your form and may require more guidance. Use clear and concise instructions, provide tooltips or help text where necessary, and consider offering a tutorial or walkthrough to familiarize them with the form's purpose and functionality.
Experienced users
These users are familiar with your form and may be looking for a more streamlined experience. Cater to their efficiency by providing shortcuts, pre-filled fields, and an option to skip repetitive or irrelevant questions. Allow them to quickly navigate through the form without unnecessary steps or distractions.
Mobile users
With the increasing use of mobile devices, it's crucial to optimize your form design for mobile users. Ensure your form is mobile-responsive, with large, easy-to-tap buttons and input fields. Simplify the layout and minimize scrolling to accommodate smaller screens. Consider using autocomplete or predictive text features to make it easier for mobile users to complete the form on the go.
Users with accessibility needs
Accessibility is a vital consideration in form design. Ensure your form meets web accessibility standards, such as providing alternative text for images, using high-contrast colors, and using proper heading structure. By making your form accessible to all users, you create a more inclusive and user-friendly experience.
Multilingual users
If your target audience includes users who speak different languages, consider providing language options for your form. Offer a dropdown menu or a toggle switch to allow users to select their preferred language. Ensure that the form labels, instructions, and error messages are accurately translated to provide a seamless experience for non-English-speaking users.
Users with specific goals
Different users may have specific goals when interacting with your form. For example, some users may be interested in signing up for a newsletter, while others may want to make a purchase or submit a support request. Identify these specific user goals and design your form to accommodate and facilitate their objectives. Provide clear options and checkboxes that align with these goals, and ensure that the form flow supports the desired user actions.
By targeting different types of users in your form design, you can create a more personalized and user-centric experience. Understanding the unique needs and goals of your users allows you to optimize your form's functionality, simplify the process, and ultimately increase form completion and user satisfaction.
Regularly assess user feedback, conduct usability testing, and iterate on your form design to continuously improve the experience for all users.
The basics of form design
Whether it's a checkout form, registration form, or contact form, understanding the basics of form design is essential for creating well-designed forms that resonate with users.
Labels, placeholders and instructions
When it comes to designing effective and user-friendly forms, there are several key elements to consider. One of the most important aspects is the clear and concise labeling, proper use of placeholders, and helpful instructions.
These elements play a crucial role in guiding users through the form and ensuring a smooth and successful completion process. Let's take a closer look at each of these elements and how they contribute to a well-designed form.
Labels are the textual or visual cues that provide users with information about the purpose or content of each form field. They are essential for helping users understand what information is required in each field. When adding labels to your form, it's important to make them clear, concise, and easy to read.
Avoid using technical jargon or ambiguous language that may confuse users. Additionally, labels should be positioned near their corresponding fields to avoid any confusion or misinterpretation.
Placeholders, on the other hand, are temporary text prompts that appear within an empty form field. They are intended to provide users with an example or a hint regarding the information expected in the field.
While placeholders can be helpful in providing guidance, they should not replace labels. It's important to note that placeholders usually disappear as soon as users start typing. Thus, relying solely on placeholders for information can lead to confusion or uncertainty once the field is populated.
To enhance the user experience, instructions can provide additional context or guidance for specific form fields or sections. Instructions can be placed strategically in the form, either adjacent to the field or in a separate section.
Placement and size of fields
The way you position and size your form fields can greatly impact the user experience and overall form completion rates.
The placement of fields should follow a logical flow that matches user expectations.
Typically, users expect fields to be organized from top to bottom and left to right, mirroring how they read and process information. By aligning with this natural reading pattern, you can create a more intuitive and user-friendly form layout.
In addition to placement, the size of fields also plays a significant role in form design. Fields that are too small can be difficult to click on or type in, leading to frustration for users. On the other hand, oversized fields can take up unnecessary space and make the form appear cluttered. Finding the right balance is essential to ensure ease of use and a visually appealing form.
To determine the optimal size for your fields, consider the type of input required. For example, if you are designing a form that requires users to enter their payment details, it would be wise to provide larger fields to accommodate the long numeric input. This reduces the chances of users making errors when entering sensitive information.
Moreover, grouping related fields together can also improve the user experience. For instance, if your form requires users to enter their contact information, it would be beneficial to group fields like name, email address, and phone number together. This way, users can easily understand the relationship between the fields and complete them in a more efficient manner.
It is also important to consider the size and placement of optional or additional fields. Optional fields should be clearly labeled and positioned in a way that does not disrupt the flow of the form. Placing them at the end of the form or in a separate section can help prevent users from feeling overwhelmed or pressured to fill them out.
Field types and options
When designing a form, one of the key considerations is selecting the appropriate field types and providing suitable options. The field types you choose have a significant impact on user experience and can greatly influence the completion rates of your form.
First, let's consider some common field types.
- One of the most widely used field types is the input field, where users can enter text or numerical data. This type of field is versatile and can be used for various purposes, such as gathering names, addresses, or other relevant information.
- Another common field type is the radio button, which presents users with a predefined set of options to choose from. Radio buttons are ideal when users need to select a single option from a list. They are straightforward and easy to use, saving users time and reducing cognitive load.
- Checkbox fields are similar to radio buttons but allow users to select multiple options from a list. These are useful when users need to choose from a range of options that are not mutually exclusive. For example, in a survey form, users may need to select multiple interests or preferences.
- Dropdown menus are another popular field type that provides users with a list of options in a compact format. This is particularly useful when there are many options to choose from, as it saves space on the form and prevents overwhelming users with a long list.
When designing your form, consider the appropriate field type for each data input required. By choosing the right field types, you can simplify the user experience and make it easier for users to provide the necessary information.
In addition to field types, the options you provide within each field are also crucial. For example, if you have a dropdown menu for selecting the user's country, it's important to include all relevant options to ensure accuracy. Providing a comprehensive list prevents users from having to manually enter their country, reducing the likelihood of errors or frustration.
It's also essential to consider optional fields. Not all fields may be necessary for every user, so offering the option to skip certain fields can streamline the form completion process. Clearly indicate which fields are required and which are optional to avoid confusion.
Input validation, error messages, autocomplete & autofill
In addition to selecting the right field types and providing comprehensive options, there are several other elements that play a crucial role in form design. These elements include input validation, error messages, autocomplete, and autofill features.
Let's explore how these features can enhance the user experience and improve form completion rates.
Input validation is a vital component of form design as it ensures that users enter the correct format or type of information in each field. By implementing validation rules, such as requiring specific characters or verifying email addresses, you can minimize user error and prevent the submission of incomplete or inaccurate data.
For instance, if a user forgets to include the "@" symbol in their email address, an error message can prompt them to correct the error before proceeding.
Speaking of error messages, clear and concise error messages are essential for guiding users when they make mistakes or omit required information. When an error occurs, a well-designed form should display a visible and easily understandable error message that accurately describes the issue and guides users toward resolving it.
By providing informative error messages, you can avoid frustrated users, minimize user confusion, and ensure a smoother form completion process.
To further streamline the form-filling experience, autocomplete and autofill features can be incredibly helpful. Autocomplete offers suggestions or predictions based on the user's input, which allows them to fill in the required fields quickly.
For example, when a user begins typing their address, autocomplete can suggest options for auto-filling the rest of the address, such as street name, city, and postal code. This reduces the cognitive load on users and saves them time by eliminating the need to enter repetitive information.
Autofill, on the other hand, leverages existing user information stored in their browser or device to automatically populate form fields. This feature is especially useful for returning users who have previously entered their details.
By utilizing autofill, you can expedite the form completion process, enhance user convenience, and encourage repeat usage. It's important to ensure that the autofill feature remains optional and that users have control over which information gets populated.
When implementing input validation, error messages, autocomplete, and autofill features, it's crucial to balance usability and security concern. While it's important to streamline the form completion process and minimize user effort, it's equally important to safeguard user data and protect against malicious activities.
By incorporating these form design tips and principles into your form development process, you can create well-designed forms that provide a seamless user experience, enhance conversion rates, and effectively collect the necessary information.
Remember, the ultimate goal is to create forms that inspire user confidence, encourage completion, and fulfill their intended purpose in the most efficient manner possible.
Input masking & formatting
Input masking refers to the practice of enforcing a specific format for user input, while formatting allows the displayed value to conform to a desired structure.
Input masking can be a helpful tool in ensuring that users enter information in the correct format. For example, if you are asking for a phone number, you can apply an input mask that automatically inserts parentheses and hyphens in the appropriate locations.
This not only helps users enter the correct format but also provides a visual cue that guides them as they input their information.
Similarly, formatting the input values can improve the overall user experience and ensure consistency. For instance, when users enter their birthdate, you can automatically format it as MM/DD/YYYY, making it easier to read and understand. This not only enhances the visual appeal of the form but also reduces the chance of user error or confusion.
Multi-step forms & checkout processes
Multi-step forms and checkout processes are essential components of an effective online user experience. By breaking down complex forms and checkout processes into smaller, more manageable steps, you can greatly improve conversion rates and user satisfaction.
One of the main advantages of using multi-step forms and checkout processes is that they reduce cognitive load. Instead of overwhelming users with a long, daunting form or checkout page, you can present the information in bite-sized chunks.
This not only makes it easier for users to comprehend and process the information, but it also reduces the chances of them abandoning the process out of frustration.
Furthermore, multi-step forms and checkout processes allow for a better focus on user error prevention and inline validation.
By validating each step of the form or checkout process as users progress, you can catch any input mistakes or missing information early on. This immediate feedback helps users identify and correct errors before they reach the final submission stage, resulting in a smoother and error-free experience.
In addition to reducing cognitive load and improving error prevention, multi-step forms and checkout processes also provide a sense of progress and completion to users. By visually indicating which step they are on and how many steps are remaining, you give users a clear understanding of the progress they've made and the tasks that still lie ahead.
This visual feedback motivates users to continue and complete the process, leading to higher form completion rates and successful conversions.
Single page vs multi-page forms
When it comes to designing forms, one important decision you'll have to make is whether to use a single page or a multi-page form. Both options have their advantages and disadvantages, and understanding these differences will help you create a form that best suits your needs and the needs of your users.
Single-page forms, as the name suggests, display all the form fields on a single page.
This design approach offers simplicity and convenience for users, as they can see all the required information at once and complete the form in one go. Single-page forms are particularly effective for shorter forms and when you want to minimize the number of steps required for users to complete the form.
On the other hand, multi-page forms break up the form fields into different sections or steps, with each step displayed on a separate page.
This approach offers several advantages:
- Firstly, it reduces cognitive load by presenting information in manageable chunks. Users can focus on one section at a time, which can lead to better comprehension and a reduced chance of errors.
- Secondly, multi-page forms allow for better organization and prioritization of fields, as you can group related fields together on each page. This can improve the user experience by making the form more intuitive and easy to navigate.
- Another advantage of multi-page forms is improved user engagement. By breaking up the form into smaller sections, users may feel a sense of progress as they complete each step. This can motivate them to continue and complete the form, leading to higher completion rates.
- Additionally, multi-page forms provide opportunities for inline validation and error prevention at each step. By validating the input on each page, you can catch and correct errors early on, reducing frustration and user abandonment.
Ultimately, the decision between single-page and multi-page forms will depend on various factors, including the length of the form, the complexity of the information being collected, and the preferences and expectations of your target audience.
Analyzing user behavior, conducting usability testing, and gathering feedback can help you determine which form design approach will yield the best results for your specific use case.
Form design best practices: 33 tips to boost conversions and UX
To make it easier for you to remember all the tips and suggestions mentioned above, we’ve created a simple list with 33 tips that can help you improve your forms and increase conversions.
- Keep it simple: Don’t ask for unnecessary information and reduce the number of form fields where possible.
- Make the form mobile-friendly: Ensure that your forms are optimized for mobile devices by adjusting spacing, using larger input boxes, and setting appropriate font sizes.
- Group related form fields together: Place similar or related fields next to each other to improve readability and reduce cognitive load.
- Use field labels, not placeholders: Always use labels to ensure that users know what information is being requested.
- Provide clear instructions: Include useful instructions and hints to help guide users through the form.
- Use progressive disclosure: Break up long multi-step forms into smaller sections and allow users to progress step-by-step through the form.
- Use inline validation: Validate user input at each step of the form to help catch and correct errors early on.
- Make use of autocomplete and prefill options: Autocomplete and prefill options can save time and reduce errors for users who have already provided their information in the past.
- Provide clear navigation: Include breadcrumbs, step indicators, or “Back” and “Next” buttons to help users navigate between pages.
- Make use of conditional logic: Use conditional logic to tailor the form experience based on user input and avoid asking unnecessary questions.
- Include a progress bar: Use a progress bar to show users how far along they are in the process and encourage them to complete the form.
- Avoid long drop-down menus: Long drop-down menus can be difficult and time-consuming for users to navigate.
- Include error prevention measures: Include features such as character limits, auto-formatting, and typeahead to help prevent errors.
- Use contextual help: Provide helpful hints or tips at the point of interaction to reduce confusion and frustration.
- Give users a preview: Include a “preview” or “review” page at the end of multi-page forms to allow users to review their information before submitting.
- Provide an exit option: Give users the option to pause and come back to their form at a later time by saving their progress or allowing them to create an account.
- Make use of formatting options: Include formatting options such as bullets, bolding, italics, and numbered lists to make the form easier to read and complete.
- Use visuals: Incorporate visuals such as icons, images, and videos into your forms to make them more engaging and visually appealing.
- Use appropriate field types: Use the correct field type for each question to ensure that you are collecting accurate information.
- Make sure your form is secure: Ensure that your forms are secure by using SSL encryption, HTTPS, and other security measures.
- Include a “Save” button: Give users the ability to save their information and return to it at a later date.
- Allow for customization: Consider adding customization options such as different colors or themes to make your forms more engaging and personal.
- Personalize the experience: Allow users to personalize their form experience by adding elements such as custom messages, avatars, and profile pictures.
- Offer Incentives: Give users an incentive to complete their form, such as a discount or special offer. This can motivate them to finish the task.
- Allow for multiple submission options: Give users the option to submit their form online, via email, or by mail. This makes it more convenient for them to complete the task.
- Make sure to include all necessary fields for the signup form: Ensure that you include all the necessary fields needed to create an account, such as name, email address, and password.
- Automated form validation: Utilize automated form validation to ensure that the correct information is entered into each field, and to prevent users from submitting incorrect or incomplete data.
- Use color coding: Incorporate color coding to highlight important aspects of a form, as well as to indicate when an error has occurred and needs attention.
- Enforce data quality: Utilize data quality solutions to ensure that data entered into forms is complete, accurate, and up-to-date.
- Include a “Clear Form” button: Give users the option to clear their progress if they decide to start over or abandon the form.
- Make your forms accessible: Design your forms with accessibility in mind, and make sure they can be used by all users regardless of their physical abilities or technological know-how.
- Test your forms: Take the time to test out your forms before launching them live, and solicit feedback from users to ensure that they are easy to use.
- Track success rate and abandonment during checkout process: Monitor your success rate (percentage of submissions) as well as abandonment rates (percentage of users who start but don't finish) during the checkout process in order to identify areas where improvement is needed.
By addressing these common problems with forms, you can significantly improve the user experience and increase the chances of successful form submissions.
Key takeaways
In a digital world where every interaction matters, form design is more important than ever. It plays a pivotal role in determining user experience and conversion rates.
As such, it is essential to carefully consider each aspect of form design, from its layout and input types to feedback mechanisms and mobile responsiveness.
It's also critical to understand your users and their needs, continually seeking feedback for improvements.
By following all the above mentioned key principles, among other benefits, you will notice a:
- Decrease in completion time
- Decrease in errors made
- Increase in satisfaction rating
Taking the time to invest in good form design principles can lead to more successful form completions and ultimately contribute to overall business growth and customer satisfaction.
Remember, a form isn't just a set of fields for data collection; it's a conversation between your business and your users.
Make it a good one.
Looking for a form builder to create bespoke, powerful forms that you can integrate seamlessly with your digital products? Feathery is the one.
Ready to try Feathery today? Get started for free.
.svg)
